DKNY Jeans S/S 2009 by Scott Schuman

kahlilg · 16-12-2008

Quote:

The Sartorialist Shoots DKNY Jeans

From WWD yesterday

ON THE STREETS: DKNY Jeans hit the streets for spring. The brand’s new ad campaign, conceived by Laird + Partners, was shot by Scott Schuman in his famous “The Sartorialist” format. The ads showcase a mix of New York notables including Sean Lennon, Daisy Lowe, DJ Coleman, Luc Worrell and Chanel Iman. The campaign is a departure for the DKNY Jeans brand (which is owned by Liz Claiborne Inc.). Not only is this Schuman’s first time shooting for the brand (and his first time shooting a major campaign), but the ads present the collection with one or two individuals in each image, rather than in the usual group format.

Patti Cohen, executive vice president of marketing and communications for Donna Karan International, said the campaign reflects everything that Karan thinks about when she thinks of denim. “Donna always says that jeans are not about a season, but rather part of your skin, something you can’t live without,” Cohen said. “So we wanted to make a personal statement about jeans and fashion and Scott seemed so perfect to shoot this. He brings such a freshness to street style.”

The ads each showcase an individual in a caught-on-the-street style in several areas of the city. The idea, Cohen said, was to highlight a broad spectrum of personal styles, which can easily be translated from the streets of New York to a suburban mall.

Despite the recession, Cohen said the company isn’t planning to cut back on advertising for the DKNY Jeans brand. She said the ads will hit for spring, beginning with the February issues of such books as In Style, Elle, GQ and Details as well as online and on billboards across the U.S., Mexico and Canada.

— Julee Kaplan

When I showed up for the first day of the shoot I was walking around 39th street trying to figure out which mobile home was for me. I figured the other mobile homes were for another shoot or some other event happening nearby. Eventually one of the assistants came out and found me. I asked her, "which mobile home is ours?" She said "They're all ours."

4 mobile homes, 2 cube trucks and several vans and cars is quite a different set-up from my usual "on the street" shooting style but when it came time to take the shots everything was as normal as any other day (except for the hair and makeup people) (oh, and the stylist) (oh yeah, and the caterer) (and the dancing Russian bears I requested - I've gotta have some crazy requests right?)

thesartorialist

vogue28 · 16-12-2008

It looks like Calvin Klien Jeans.

**Faith Akiyama** · 16-12-2008

It looks like...The Sartorialist!

(As the article mentions)

tocceve · 16-12-2008

It looks hideous. Just stupid and yes I got the idea but photographing random people on the street and making a trend with that does not mean you can shoot campaigns. But okay at least it's just DKNY Jeans. The model is Lais Navarro?

kahlilg · 16-12-2008

i hate that border around the photos. way to make it look like student art design project.

wait, not it's worse.

Bahiyya · 16-12-2008

Hmmm. I think this is one campaign I'll have to see in a magazine before I come to a final verdict. Still, I'm sympathetic (or at least) open to any departure from the usual, and last season's campaign was a complete disaster.

Prescott · 16-12-2008

The problem is that it doesn't make me want to buy that jacket, jeans or whatever...

user.n. · 16-12-2008

nice outfits (the girl's top and necklace is something lovely)
this campaign will be better in print, i think.

Street_a_Licious · 16-12-2008

cute guy!

adorefaith · 16-12-2008

i actually really like this idea and i love both pics posted...both of them look fabulous...and you really look at the clothes imo....more so than in other ads...

AnaBGD · 16-12-2008

Quote:

Originally Posted by Street_a_Licious

cute guy!

ditto

I don't like this idea for the campaign...

Prescott · 16-12-2008

I think the guy is anything but cute. They could have picked a more handsome one.
But you know, it's matter of tastes...

Urban Stylin · 16-12-2008

that jkt and jeans r pretty cool

hipsterama · 16-12-2008

i think the idea - street style photography, shot by the most notable of street style photographers - is refreshing. i totally agree, though, that the borders were ill-advised. maybe they'll look different on the page. anyway, i like the concept.

julie

kwikspell · 16-12-2008

I like this! It's kind of refreshing and I think it really fits the brand. And I'm glad to see all of the success the Sartorialist has achieved! Congrats to him.

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adorefaith i'm almost ready.. Join Date: Mar 2005 Location: rocky mountains Gender: femme Posts: 14,171	i actually really like this idea and i love both pics posted...both of them look fabulous...and you really look at the clothes imo....more so than in other ads... __________________ That's who you wanna go in the woods with, right? Somebody who finishes your sentences for you

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Urban Stylin ɐʎ ʎǝɥ Join Date: Jul 2003 Location: EASTAFRica Gender: homme Posts: 15,109	that jkt and jeans r pretty cool __________________ facebook.com/eguanakla African fashion made global

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hipsterama windowshopping Join Date: Dec 2008 Location: philadelphia Gender: femme Posts: 49	i think the idea - street style photography, shot by the most notable of street style photographers - is refreshing. i totally agree, though, that the borders were ill-advised. maybe they'll look different on the page. anyway, i like the concept. julie __________________ julie www.hipsterama.com

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16-12-2008	2
vogue28 V.I.P. Join Date: Jan 2008 Location: England Gender: homme Posts: 15,772	It looks like Calvin Klien Jeans. __________________ .

16-12-2008	3
Faith Akiyama . Mod Squad Member Join Date: Sep 2005 Location: NYC Gender: femme Posts: 25,442	It looks like...The Sartorialist! (As the article mentions) __________________ - Fall/Winter 2013 Showlists (Please help us!) -

16-12-2008	4
tocceve V.I.P. Join Date: Oct 2007 Gender: homme Posts: 10,106	It looks hideous. Just stupid and yes I got the idea but photographing random people on the street and making a trend with that does not mean you can shoot campaigns. But okay at least it's just DKNY Jeans. The model is Lais Navarro?

16-12-2008	5
kahlilg teenage dream. Join Date: Jun 2007 Location: the basement of studio 54 Gender: homme Posts: 4,180	i hate that border around the photos. way to make it look like student art design project. wait, not it's worse. __________________ I can't see other people's signatures just so you know.

16-12-2008	6
Bahiyya fashion insider Join Date: Apr 2008 Gender: femme Posts: 2,310	Hmmm. I think this is one campaign I'll have to see in a magazine before I come to a final verdict. Still, I'm sympathetic (or at least) open to any departure from the usual, and last season's campaign was a complete disaster. __________________ We love you Haiti! We are with you.

16-12-2008	7
Prescott trendsetter Join Date: Oct 2008 Gender: homme Posts: 1,116	The problem is that it doesn't make me want to buy that jacket, jeans or whatever... __________________ " september is the january of fashion "

16-12-2008	8
user.n. V.I.P. Join Date: Aug 2008 Gender: femme Posts: 3,829	nice outfits (the girl's top and necklace is something lovely) this campaign will be better in print, i think. __________________ rest in peace Lee

16-12-2008	9
Street_a_Licious V.I.P. Join Date: Oct 2003 Location: Vienna Gender: homme Posts: 10,286	cute guy!

16-12-2008	15
kwikspell trendsetter Join Date: Jul 2005 Location: Canada Gender: femme Posts: 1,007	I like this! It's kind of refreshing and I think it really fits the brand. And I'm glad to see all of the success the Sartorialist has achieved! Congrats to him.